So how do you get this volume? It all comes down to conversion rate. Hotels need to invest in making a higher percentage of their website visitors actually convert and buy.. How can they improve the conversion rate? Personalisation- it's all about understanding the customer. Amazon know everything their customers have bought and searched for and use this data to customise their messages accordingly. Hotels tend to communicate more generic messages, proposing a single room even if your history shows you've always travelled with family. By presenting people with the right message, clearly adapted especially for them is a very simple way to increase your conversion rate. All hotels need to make sure they have some form of analytics software to understand where their guests are coming from and what the conversion rate of each channel is. Get the full story at Triptease Read also "8 ways to get more direct bookings" at Triptease